How to Build 18-Month Attribution Models That Actually Work

In this episode of The Marketing Front Lines, we speak with Michael Passanante, Senior Vice President of Marketing and Communications at Capital Rx. Capital Rx operates as both a full-service pharmacy benefit manager (PBM) and a SaaS technology provider, serving self-insured employers and health plans in the complex healthcare ecosystem. Michael shares his approach to navigating the unique challenges of healthcare B2B marketing, where buying cycles stretch across years and the majority of prospects aren't actively in market at any given time.

Topics Discussed:

• Building attribution models for long-tail B2B sales cycles
• Creating content strategies that work across dual business models
• Leveraging podcasts as SME content creation engines
• Scaling marketing teams with non-traditional talent
• Adapting to AI-driven changes in healthcare marketing
• Managing marketing operations with security constraints

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Sponsors:

Front Lines — We help B2B tech companies launch, manage, and grow podcasts that drive demand, awareness, and thought leadership.

www.FrontLines.io

The Global Talent Co. — We help tech startups find, vet, hire, pay, and retain amazing marketing talent that costs 50-70% less than the US & Europe. 

www.GlobalTalent.co

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Don't Miss: New Podcast Series — How I Hire

Senior GTM leaders share the tactical hiring frameworks they use to build winning revenue teams. Hosted by Andy Mowat, who scaled 4 unicorns from $10M to $100M+ ARR and launched Whispered to help executives find their next role.

Subscribe here: https://open.spotify.com/show/53yCHlPfLSMFimtv0riPyM